Dr. Fredrik Stiernstedt held a guest research seminar at MMTC

Dr Fredrik Stiernstedt lecturer from Södertorn University and the School of Education and Communication, Jönköping University presented a guest research seminar on "Unfair favouring? Boundaries between editorial content and advertising in commercial radio and television."

Stiernstedt's seminar addressed recent developments of ”branded” and ”advertiser funded” content (AFC) within Swedish radio and television. He briefly related the developments in this area to the regulation in the Swedish radio and television act concerning so-called ”unfair favouring”. His main focus of interest in relation to these processes is however questions about the production of AFC. The concrete and everyday production of content, where questions of intention, angle, mode of address, format etc. are elaborated among different kinds of ”content producers” is one arena in which boundaries between editorial content and advertising are redrawn and re-negotiated. He will be looking into these processes at a Swedish media company (MTG) and unpack the production processes behind AFC through interviews, observations and document analysis.

Fredrik Stiernstedt main fields of interest are media work and production, music and media, radio and sound studies and the critical analysis of digital culture. He has previously published his work in journals such as New Media & Society, Participations, Journal of Radio and Audio Media and First Monday.
E-Mail: fredrik.Stiernstedt@sh.se

The Research Seminar took take place on 3 September at Jönköping International Business School.